I was part of a team involved in the rebranding and visual refresh of Equidia's live TV and multimedia environment, which was more than 10 years old at the time. The new visual environment and rebranding were launched in 2018 and improved upon in 2019.
Equidia is a French TV broadcaster specializing in horse racing, equestrian sports and the horse world. With 70 reporters on the field covering 10 hours of live races every day throughout the year, it is effectively the biggest sports broadcaster in Europe. Along with the rebranding and a refresh of the line of TV programs, Equidia also introduced web and mobile products to give a new generation of viewers more control over what they see and the information they receive.
My participation revolved around the design of visual elements spanning across the whole network, the creation of graphical elements around the sports talk shows, and the design & hierarchisation of real-time data including motion graphics direction. Good legibility & readability of information were paramount to allow quick comprehension and analysis while having a consistent visual identity across the board. It was my first time working on graphics for television and certainly interesting to learn from (albeit mostly about the constraints vis-a-vis live broadcasting). It was also an opportunity to apply concepts that I had learned from designing for other types of media.
Simplifying the Core while Digesting Complexity
Across most of Equidia’s broadcasts, the main onscreen element is the ubiquitous betting odds table, which is found at the bottom of the TV screen and also on the newly offered mobile offerings. It is a detailed table for serious betters and horse racing amateurs alike, presenting the constantly changing betting odds of all riders for the upcoming race up until 3 minutes before it kicks off.
Being one of the most important elements that people rely on makes the betting odds table one of the hardest points to tackle. So we strategically chose to start designing from there and build everything else around it. Despite surveys that confirmed most people wanting it to change, we knew that this table would also be the first object of serious criticism if it was in any way less efficient than what regular viewers are used to.
It needed to be familiar to existing users but also easier to understand for newcomers, for whom the old table was quite hard to grasp. Traditionally, the first row shows the morning odds of each racer while the 3rd row shows the most up-to-date ones. There is a news feed at the bottom and information about betting pools on the right.
Iconography can be an inherent part of a company’s visual identity and should go hand-in-hand with the brand’s logo and typography. For this project, I made various series of icons under different categories following cues from the logo designed by Dragon Rouge as well as subtleties of the typefaces that are used. All the icons I made had to work perfectly in small size, on low-resolution displays, and also in some cases in larger formats.